1. 1
2016
EXCLUSIVELY REPRESENTED NATIONWIDE BY

2. 2

3. 3
Statewide
Coverage
DMA
Specific
i.e. Atlanta
Multi-
State /
Regional
Nationwide
U.S.
Coverage

4. 4
REACH 70MM+ FANS IN THEIR SEATS AND SUITES
AND IN HIGH TRAFFIC AREAS LIKE THE
CONCOURSE, BARS AND LOUNGES, AND AT
CONCESSIONS STANDS
• Provides access to 20,000+
concourse screens across the top
MLB, NHL, NBA, and NFL
stadiums in every market
• Delivers Nielsen measured fan
engagement
• Customizable by sport, market,
and flight

5. 5
#1 in Sports Video in the US
• Leader in digital sports content
• 29.7MM video uniques monthly and
• 200MM+ video streams
Highlights run across 450+ of the most prominent
websites in the country including: NY Times, LA
Times, Chicago Tribune, Philadelphia Inquirer
Customizable
• Sport (MLB, NHL, NBA, NFL)
• National/multi-market
• Demo
• Day-part
Source: ComScore

6. 66

7. 77

8. 8
28%
OCCASIONALS
53%
HOMERS
19%
JUNKIES
SOURCE: 2013 FOX SPORTS FAN SEGMENTATION

9. 9
2.4M 5.8M 3.5M
SOURCE:
2012/2013 NIELSEN - NTI & NSI REGULAR SEASON

10. 10
-39% -66%-47%-7%0% -38% -58% -83%
SOURCE:
NIELSEN, NSI HH RATINGS % CHANGE- 12 HTS NBA/NHL GAMES VS. CBS/NBC PRIME, 9/23/13 - 2/27/14 vs. 3/2/14
SOURCE:
NIELSEN, NSI HH RATINGS. TWO-WEEKS AVERAGE VS. PREVIOUS 18 WEEKS

11. 11
Source: Nielsen NSI, Cleveland DMA. Live+SD Ratings 1/12/2016
7.63
13.62
1.19
0.68
2.15
0.57
1.26
1.05
0.73
MSNBC
FXNC
CNN
8 WJW FOX
3 WKYC NBC
19 WOIO CBS
5 WEWS ABC
MEN 25-54: CLEVELAND DMA 1/12/2016
CAVS VS. STATE OF THE UNION
ADULTS 25-54: CLEVELAND DMA 1/12/2016
CAVS VS. STATE OF THE UNION
1.23
0.83
3.20
0.79
0.78
0.87
0.36
MSNBC
FXNC
CNN
8 WJW FOX
3 WKYC NBC
19 WOIO CBS
5 WEWS ABC
10.51
8.06

12. 12
Vote in local elections
Always 121 120 128 112 110 105 116
Sometimes 108 105 101 107 94 91 104
Never 53 59 50 71 89 102 68
Always 113 112 113 108 103 99 109
Sometimes 83 80 71 87 92 89 89
Never 43 46 45 64 88 111 57
Always 132 122 130 113 107 102 118
Sometimes 85 97 83 102 93 89 98
Never 42 53 48 69 92 105 62
Yes 110 109 109 106 102 98 106
No 46 50 48 67 89 112 65
Vote in presidential elections
Vote in statewide elections
Registered to vote in district of residence
Early
News
Late
News
Multi-Market. A 35+. Respondents: 162,936. Feb 2014 - Mar 2015

13. 13

14. 14
 Expansive quantitative study conducted by
Analytics Media Group and Deep Root Analytics
 Individual-level voter profiles built by crossing
Nielsen viewer data with national voter database
 Conducted summer–fall 2015
 7,547 phone survey respondents
 3,000 online survey respondents
 8 markets: Boston, Cincinnati, Cleveland, Columbus,
Dallas, Denver, Orlando, Tampa
14

15. 15
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study
VS. LOCAL NEWS AND NATIONAL SPORTS
EFFICIENCY
 HTS viewers are more likely to be UNDECIDED VOTERS
 HTS viewers are more likely to be TURNOUT TARGETS (25 –75% likelihood to vote)
 HTS has the overall strongest custom ratings among VIEWER-VOTERS UNDER 55
 HTS has strong UNIQUE REACH among registered voters
EFFECTIVENESS
 HTS has THE MOST VALUABLE ADVERTISING ENVIRONMENT
for driving campaign results
1

16. 16
HTS VIEWERS ARE MORE LIKELY TO BE UNDECIDED VOTERS THAN LOCAL
NEWS AND NATIONAL SPORTS VIEWERS IN ALMOST EVERY MARKET TESTED
Boston Red Sox 1.55X 5.38X
Boston Celtics 0.48X 2.55X
Boston Bruins 1.73X 7.58X
Cincinnati Reds 1.74X 5.39X
Cleveland Cavaliers 1.07X 1.45X
Columbus Blue Jackets 2.85X 6.99X
Texas Rangers 1.31X 6.58X
Dallas Mavericks 1.09X 1.04X
Dallas Stars 2.18X 9.67X
Colorado Rockies 1.54X 3.82X
Denver Nuggets 1.09X 0.9X
Colorado Avalanche 2.22X 4.42X
Orlando Magic 0.67X 0.61X
Tampa Bay Rays 1.27X 5.29X
Tampa Bay Lightning 1.46X 2.67X
TEAM vs. Local News vs. National Sports
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study

17. 17
HTS VIEWERS ARE OVERWHELMINGLY MORE LIKELY TO BE TURNOUT
TARGETS THAN LOCAL NEWS OR NATIONAL SPORTS VIEWERS
Boston Red Sox 1.38X 4.83X
Boston Celtics 1.91X 2.86X
Boston Bruins 1.46X 3.01X
Cincinnati Reds 1.82X 5.37X
Cleveland Cavaliers 2.55X 3.24X
Columbus Blue Jackets 2.27X 6.20X
Texas Rangers 1.19X 4.31X
Dallas Mavericks 1.02X 2.47X
Dallas Stars 1.32X 7.25X
Colorado Rockies 1.37X 2.14X
Denver Nuggets 2.07X 1.01X
Colorado Avalanche 2.08X 2.91X
Orlando Magic 1.55X 0.54X
Tampa Bay Rays 1.53X 4.44X
Tampa Bay Lightning 1.85X 1.99X
TEAM vs. Local News vs. National Sports
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study

18. 18
AMG + DEEP ROOT SURVEYED RESPONDENTS FROM THEIR PROPRIETARY
VOTER DATABASE, AND MODELED WITH NIELSEN VIEWERSHIP DATA,
TO CALCULATE HTS CUSTOM RATINGS FOR KEY VOTER CATEGORIES
SAMPLE: CUSTOM
RATING CALCULATION
# of Registered
Voters Viewing
Registered Voter
Viewer Universe
Registered
Voter Rating
=
STANDARD
RATING CALCULATION
# of HHs Viewing
TV HH Universe
HH Rating=
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study

19. 19
VS. LOCAL NEWS AND NATIONAL SPORTS
Custom ratings have shown that HTS has the overall strongest ratings
among viewer-voters under 55 within the following key voter categories:
 REGISTERED VOTERS
 UNDECIDED VOTERS
 TURNOUT TARGETS
 LIKELY VOTERS
19
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study

20. 20
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study
IN THE MEN 35+ DEMO:
VS. LOCAL NEWS
 HTS viewers are more likely to be REGISTERED VOTERS
 HTS viewers are more likely to be UNDECIDED VOTERS
 HTS viewers are more likely to be TURNOUT TARGETS
 HTS viewers are more likely to be LIKELY VOTERS
2

21. 21
28%
38%
5%
HOME TEAM
SPORTS
LOCAL
NEWS
NATIONAL
SPORTS
 HTS has greater UNIQUE REACH
than national sports and compares
well against local news
 Typical viewers are NOT typical
local news or national sports viewers
 Only way to reach
LOCAL SPORTS VIEWERS
is advertising with HTS
HTS UNIQUE REACH
AMONG REGISTERED VOTERS
Note: Data relates to MLB viewers for Home Team Sports, Local News, and National Sports
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study

22. 22
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study
Viewers are more than
TWICE as likely to
vote for a candidate they
see advertised in a home
team game vs. one they
see in a local news
telecast
2

23. 23
HTS vs. LOCAL NEWS VIEWERS
1.8X more likely to
remember candidate
or issue ads
REMEMBER
HTS vs. NATIONAL SPORTS VIEWERS
1.9X more likely to
remember candidate
or issue ads
REMEMBER
23
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study

24. 24
REMEMBER
REMEMBER
TRUST
TRUST
HTS vs. LOCAL NEWS VIEWERS
HTS vs. NATIONAL SPORTS VIEWERS
1.8X more likely to
remember candidate
or issue ads
1.9X more likely to
remember candidate
or issue ads
2.5X more likely to
trust candidate
or issue ads
3.1X more likely to
trust candidate
or issue ads
24
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study

25. 25
REMEMBER
REMEMBER
TRUST
TRUST
HTS vs. LOCAL NEWS VIEWERS
HTS vs. NATIONAL SPORTS VIEWERS
1.8X more likely to
remember candidate
or issue ads
1.9X more likely to
remember candidate
or issue ads
2.5X more likely to
trust candidate
or issue ads
3.1X more likely to
trust candidate
or issue ads
VOTE
VOTE
2.0X more likely to
vote for candidate or
issue seen in ads
2.9X more likely to
vote for candidate or
issue seen in ads
25
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study

26. 26
EXCLUSIVE REPRESENTATION OF
STEPHEN ULLMAN
SJU@PoliticalMarketingandMedia.com
Stephen.Ullman@Foxsports.net
O: 212-656-0607 M: 212-729-7849
KRISTIN LONG
KL@PoliticalMarketingandMedia.com
M: 609-602-0145